Inbound marketing has the potential to significantly help outbound marketing efforts. It is typically "pull" style marketing that draws in customers through web searches, premium content, referrals and other means. Outbound marketing is typically mass marketing that indiscriminately speaks to an enormous audience and "pushes" the product directly to them instead of having them find it themselves. Recall Val ...

The success of mobile marketing in emerging markets is reliant on a deep understanding of the African consumer; successful engagement is reliant on relevant tactics. The real challenge facing marketers is how to best connect with consumers, to deliver measurable, engaging campaigns. Innovation is key to delivering this, but what does this innovation look like? For innovation to succeed in Africa, it needs t ...

AT&T, Hyundai, Ford, Dominos, Dunkin, Google, Discover, Avis, Konica Minolta and the NFL, all maintained their Number one category positions in a challenging environment where consumer expectations have increased nearly 28% over 2014, according to Brand Keys 2015 Customer Loyalty Engagement Index® (CLEI) survey. Brands that were rated #1 in their categories for the first time include: Air Canada, Faceb ...

This column is a response to "Why Does Your Brand Wait Until :29" to Show Up in Your Ad," Adweek, July 15, 2014. A recent Adweek column bemoaned the absence of brand names from the first 29 seconds of many :30 ads. It advised introducing the brand earlier and mentioning it more often as the author explained that people forget the name of the product/brand if it is not repeated early and often. The author of ...

This year we conducted our 22nd Brand Keys Sports Loyalty Index. We measure all the teams for National Basketball Association, the Major League Baseball, the National Hockey League and the National Football League with rankings that correlate very highly with viewership, purchase of licensed merchandise, and, depending on the league, fan attendance. But we haven’t measured Major League Soccer. Don't get us ...

The 2014 NBA playoffs are underway, and while it may be too early to jump to conclusions as to which teams will reach the finals, fan loyalty turns out to be much more than the sume of win-loss ratios, according to the 22nd annual NBA fan survey conducted by Brand Keys, Inc. (brandkeys.com) the New York-based brand and customer loyalty research consultancy. The Brand Keys Sports Fan Loyalty Index (SLI) was ...

Only half of this years Super Bowl XLVIIIs advertisers will score big based on their big investments according to Brand Keys' 12th annual Super Bowl Engagement Survey. When it comes to Super Bowl advertiser playbooks, brands all expect their ads to score big: big audiences, big creative, big buzz, and most importantly, big levels of emotional engagement. The survey found that for brands like GoDaddy, Old ...

Millennials (born between 1982 and 2000) are referred to in marketing and research circles as the largest and most elusive generation of all time. They are often painted as a group of self-obsessed, multi-tasking, digital natives with short-attention spans, limited brand loyalty and a sense of entitlement that knows no bounds. In other words, a generation that seems like a marketers worst nightmare. While ...

Businesses have long concentrated on Return on Investment (ROI) metrics to calculate marketing success. However, innovations in neuroscience and developments in social media have revealed that profitability can no longer simply be relegated to sales figures and profit margins. Increasingly, to create sustainable customer relationships that enhance customer lifestime value, businesses must invest in the emot ...